How to Turn Sustainability into Sales

In today’s floral industry, sustainability is no longer a side conversation or a marketing checkbox. It has become a practical driver of business success. Wholesalers who can connect sustainable practices with measurable improvements in quality, efficiency, and customer loyalty are finding that doing good for the planet can also mean doing well financially.

WFFSA and AFE’s Sustainabloom program share a common goal: helping the floral supply chain thrive through science-based, actionable sustainability. The opportunity is not just to reduce impact, but to increase sales by offering products and services that last longer, perform better, and create value for florists and their customers.

The Science Behind Sustainable Profitability

Preliminary Research from AFE Sustainabloom shows that flower loss across the supply chain is significant, with a large percentage occurring after harvest during transport and at wholesale or retail level. Each stem that fails to reach a vase represents lost revenue, wasted resources, and unnecessary emissions. In other words, when waste is reduced, profits rise.

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